P 187 retail checkout scanning systems create a

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(p. 187) Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's: A. web site. B. file cabinets. C. data warehouse. D. cash registers. E. exploratory research department. Scanner data is typically stored in the company's data warehouse. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 24. (p. 187) Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in: Data mining consists of using statistical techniques to discover patterns and relationships
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in company data. In this case, the connection between peanut butter and banana purchases was discovered. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 25. (p. 187) Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate re- orders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover: Walmart is analyzing customers' purchase data. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 26. (p. 188) If a firm has geodemographic and purchasing information about its customers, the firm can use data mining techniques to: In this case, data mining could be used to identify common purchasing patterns within geodemographic segments, and then design marketing programs according to these patterns
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and what they reveal about customer needs. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 09-03 Describe the various internal and external secondary data sources. Topic: Marketing Research Process Step 3--Data Collection Process 27.
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